Zero tolerance: Brands take stock of hate speech and trolls

By putting their foot down on toxic content, advertisers are signalling where their priorities lie and their commitment to tackle the issue head on

Earlier this year, two of the world’s largest consumer goods companies — Procter & Gamble and Unilever — did something unusual. They said they would get off online platforms that had toxic content including Google, Facebook and Youtube. The statement put the spotlight firmly on an issue fermenting for long.

While social media bridges the gap between brands and consumers, it also at times leaves a trail of backlash and trolls. In some cases, brand messages could be sitting next to content that is discriminatory or pornographic or has terror links, putting companies in a spot. The alarming rate at which